Last-Minute Website Tweaks for Christmas Success
The countdown to Christmas is officially on. With just a few weeks to go, there’s not much time left to optimise your website, but that doesn’t mean there aren’t still high-impact tweaks you can make to boost both retention and revenue.
Here are some smart, last-minute website optimisations to tick off your list and help your brand make the most of the final festive push.
1. Spotlight Giftable Products Front and Centre
Now’s the time to refresh your homepage to highlight bestsellers, gift sets, and festive edits. Make it easy for shoppers to spot the most ‘giftable’ products as soon as they land on your site. Think clear calls to action, engaging creative, and a festive headline that taps into the urgency of the season.
If you have content that supports gifting, like blog posts, gift guides, or influencer picks, consider linking to that too. It adds inspiration and helps nudge undecided shoppers towards a purchase.
2. Make Final Shipping Dates Impossible to Miss
Customers are time-poor, and stress levels are rising. Make their lives easier by clearly displaying final shipping dates and delivery options across key pages — homepage, product pages, the shipping info page, and at checkout.
And if you’ve extended your returns period over Christmas, shout about it. A flexible returns policy can be the final reassurance a customer needs before clicking ‘Buy now’.
3. Build a Gift Guide That Converts
Gift guides are still one of the most effective ways to support conversion in the final shopping stretch. Create a dedicated page (or pages) to help customers find the right gift based on budget or recipient. ‘Gifts under £25’, ‘For her’, ‘For him’, ‘For the one who has everything’ etc.
This also helps reduce decision fatigue and speeds up the path to purchase for last-minute shoppers.
4. Shout About Gift Wrapping
If you offer complimentary (or paid) gift wrapping, don’t keep it hidden on the checkout page. Promote it clearly across the site, it’s a small touch that can have a big impact, especially for convenience-driven shoppers.
Bonus points if you can show what the wrapping looks like through visuals, that reassurance of a beautifully wrapped parcel goes a long way.
5. Prep Your Customer Service Channels
Make sure your customer service information is crystal clear. Update your FAQ page, double-check opening hours, and ensure that your live chat or chatbot functionality can handle common questions outside of working hours.
There’s nothing more frustrating than needing an answer and hitting a wall, so review your automation flows and canned responses ahead of the final shopping rush.
6. No Big Tech Changes
Now isn’t the time to launch new functionality or roll out major updates. Stability is key. Any changes to website features or core infrastructure should be paused until January. Focus all your energy on creating a smooth, seamless experience for customers.
7. Digital Gift Cards = Your Post-Cutoff Hero
Once your final delivery date has passed, digital gift cards become the star of the show. Promote them front and centre across your website and email channels for those shoppers still looking for a last-minute option.
It’s also a great way to introduce or reinforce post-Christmas shopping behaviour, as many recipients will return to your site in the new year.
8. Leverage Your Store (If You Have One)
If you have a physical retail presence, now’s the time to shout about it. Promote last-minute in-store collection options or local delivery if it’s available. Make it easy for customers to find your store locations and collection cut-off times. This can help convert local browsers into in-store buyers.
Final Thought
At this point in the season, it’s all about making things easier for your customer. Keep it simple, reduce friction, and support fast decision-making wherever possible. These final touches may be small, but they can have a big impact on both your revenue and how customers feel about your brand.